Herbalife International India Pvt. Ltd.
Website:
herbalife.co.in
Company:
https://www.linkedin.com/company/herbalife-international-india-pvt-ltd
Seniority: Not Applicable
Industries: Wellness and Fitness Services
Job details:
Overview
ROLE AT A GLANCE:
The role is responsible for driving the marketing strategy, adoption narrative and growth interventions for key digital-led business programs in Herbalife India, including Protocol / Pro2col, loyalty-linked initiatives, CRM journeys and category penetration programs. The role will convert these opportunities into sharp propositions, content, sampling inputs, customer/associate communication, lifecycle nudges and measurable business outcomes.
Role Responsibilities
I. Business Impact
- Contribute to revenue, volume point and category growth by using digital-led programs, loyalty-linked interventions, CRM journeys and sampling inputs as marketing growth levers.
- Improve adoption and engagement of Protocol / Pro2col through strong propositioning, clear messaging, market activation and content support.
- Support category penetration beyond core weight-management products by identifying relevant cohorts, trial opportunities, cross-sell themes and repeat-purchase triggers.
- Help improve retention, repeat purchase, basket size and customer lifetime value through sharper lifecycle communication and marketing interventions.
II. Strategy
- Develop marketing strategy for Pro2col, loyalty-linked growth opportunities, CRM journeys and digital-led category activation programs.
- Define proposition, message hierarchy, reason-to-believe, content themes and campaign hooks for associates and customers.
- Provide marketing inputs on loyalty strategy, including sampling choices, category focus, target cohorts, engagement moments, repeat-purchase triggers and communication themes.
- Recommend sampling and trial strategy by defining which products to sample, for which cohorts, at which lifecycle moments, with what follow-up journey and success metrics.
- Build CRM and lifecycle marketing strategy across onboarding, education, reminders, reactivation, repeat purchase, milestone moments and category cross-sell.
- Translate consumer, associate, market and performance insights into practical marketing recommendations while staying aligned to brand and compliance guardrails.
III. Planning
- Prepare annual and quarterly marketing calendars for Protocol / Pro2col, loyalty-linked campaigns, CRM journeys, sampling interventions and category penetration pushes.
- Develop campaign and content briefs with objectives, target cohorts, message hierarchy, channel plan, timelines, budgets and expected business outcomes.
- Plan sampling interventions with clear cohort logic, product selection, conversion pathway, follow-up communication and measurement approach.
- Build communication journey maps across app, web, email, SMS, WhatsApp, social and associate-shareable formats, as applicable.
- Partner with analytics and business teams to track engagement, trial, conversion, repeat purchase, category uptake and campaign effectiveness.
IV. Role Execution
- Lead development of marketing content for Protocol / Pro2col, loyalty-linked initiatives and CRM journeys, including explainers, FAQs, pitch narratives, campaign assets and customer education material.
- Support go-to-market activation from a marketing standpoint by creating launch story, communication plans, content requirements, adoption hooks, pilot learnings and scale-up inputs.
- Work with category teams to design cross-sell, bundling, sampling and category penetration campaigns that are simple for associates to understand and compelling for customers to act on.
- Use loyalty-linked insights to recommend sharper customer cohorts, category pushes, sampling opportunities and business interventions.
- Create clear briefs for creative, content, CRM, digital, analytics and agency partners, ensuring output is consumer-relevant, associate-friendly and business-oriented.
- Track campaign and journey performance, identify drop-offs and recommend marketing fixes with urgency and clarity.
V. Management and Development
- Manage agencies, vendors, project teams where applicable through clear briefs, timelines, feedback and performance expectations.
- Improve marketing process discipline for campaign briefs, content development, review cadence, approval routing and performance learning loops.
KEY PERFORMANCE INDICATORS
- Contribution to Protocol / Pro2col adoption and engagement through marketing campaigns, content and communication interventions.
- Improvement in CRM journey metrics such as open rate, click-through, completion, reactivation, repeat purchase and conversion, where tracked.
- Impact of sampling strategy inputs on trial, conversion, repeat purchase and category penetration.
- Growth in penetration of under-leveraged categories through digital-led, loyalty-linked or CRM-supported marketing initiatives.
- Quality, timeliness and business relevance of campaign briefs, content assets, FAQs, pitch narratives and communication toolkits.
- Budget utilization, agency/vendor performance and compliance with brand guidelines, claims guardrails and approval processes.
What’s Special About The Team
The Marketing team at Herbalife India drives innovation, consumer-centric product strategy, and business growth. The team works closely with regional and global stakeholders to create meaningful wellness solutions for distributors and consumers
Qualifications For Success
Education
- MBA / master’s degree in marketing, Business Management, Digital Marketing, Media or Communications from a reputed institute preferred.
- Bachelor’s degree with strong relevant experience may also be considered.
Experience & Skills
- 12-15 years of experience in brand marketing, category marketing, CRM/lifecycle marketing, digital growth marketing, loyalty marketing strategy or related consumer marketing roles.
- Experience in FMCG, consumer health, nutrition, wellness, beauty, personal care, D2C, digital-first brands or direct selling preferred.
- Experience in campaign development, GTM planning, CRM journeys, sampling/trial activation, customer cohorting, content development and performance tracking.
- Strong understanding of digital channels, CRM, loyalty-led engagement, content marketing, influencer/social ecosystems and marketing analytics.
- Demonstrated ability to convert consumer, customer, associate and business insights into clear marketing plans and growth interventions.
RELATED COMPETENCIES
- Strong written and verbal communication skills.
- Proficiency in MS Office; comfort with dashboards, CRM reports, campaign analytics and digital performance reports preferred.
- Knowledge of nutrition, wellness and direct selling business models will be an advantage.
I. Problem Solving, Decision Making & Analytics
- Strong ability to diagnose growth, adoption, trial, retention and category penetration problems and convert them into practical marketing actions.
- Comfort with interpreting customer cohorts, purchase behaviour, campaign data, CRM performance, loyalty insights and digital engagement metrics.
- Ability to balance customer understanding, associate usability, brand consistency, compliance and commercial impact.
II. Teamwork, Collaboration and Leadership
- Strong cross-functional collaboration with category marketing, sales, loyalty, training, digital, analytics, legal, regulatory, creative and external partners.
- Ability to influence without direct authority and align multiple stakeholders around marketing priorities.
- High ownership, self-drive and professionalism in managing multiple campaigns, journeys and business priorities.
III. Communication, Negotiation and Influencing
- Strong ability to write sharp briefs, build persuasive recommendations and present marketing logic clearly to senior stakeholders.
- Ability to translate digital features, loyalty opportunities and business needs into compelling customer and associate-facing communication.
- Good creative judgement with the ability to simplify complex propositions into clear, usable and compliant messaging.
Qualifications
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